Advertising Age Article Abstract
Cutting Down on Colors Could Save Unilever $26 Million
Billions Up for Grabs for Marketers Willing to Reduce Number of Tints in Packaging
BATAVIA, Ohio (AdAge.com) -- Somewhere over the rainbow lies $5 billion in savings for the package-goods industry. Using a color-harmonization program called Project Rainbow, Unilever is reducing the more than 100 hues it uses on its spreads and dressings packaging in Europe to six. Unilever's hope is to save tens or eventually even hundreds of millions of dollars a year. By some estimates, the entire industry could save $5 billion annually if it follows suit. ...